Once we are clear about the client’s requirements and objectives, usually accompanied by client’s brief, we get down to the seriously exciting and fun part of Ideation and Conceptualization. Brain storming sessions, fuelled by insane amounts of caffeine, are held to align with the client’s requirements and offering the most feasible and creative options. Each element is thoroughly evaluated, carefully matched by analysing all the options in terms of colours, textures, material, form, furniture, shapes, designs, impressions etc. Concepts are communicated to clients through proof-of-concept like picture boards, mood-boards and presentations.